Channels

Your likelihood for success increases when you chose the right channel to deliver your message. Consider how you want your audience to receive and engage your communication.

Earned media may be a useful means of distribution if you are trying to reach a broad, general audience. But be mindful of the risks. Can you control how (or if) the story will be reported? Will coverage in newspapers, television, radio or other traditional media formats reach the audiences you care most about?

Paid media is another option. But think carefully about whether you have the resources required to pay for expensive advertising, and if such tactics will have the resonance and influence you need to best advance your goal?

Owned media is often the least expensive choice. This includes all the channels that your organization controls directly – your website and newsletter, your email distribution list, the social media channels that you manage. The price tag might be more appealing, but will these channels help you reach the decision makers you’ve identified as your key audience?

Social media is a category unto itself. It includes Facebook, Twitter, and all the related tools, apps and feeds that so many of us now rely on every day. The potential for spreading your message may be high, but can you control how that message spreads and evolves once you seed the conversation?

The likely answer lies in some combination of all the above. The key is making choices that are best for your clearly defined goals and available resources.

Voices

Every year our board asks us why we aren't in NYT or WSJ. The answer to that is easy. We work on systems change! There's nothing sexy about changing systems. The story is in the work our grantees do. Communication LeaderPrivate Foundation

I care more about the content and strategy of communication than the tools. I'm passionate about seeing the communication field in philanthropy move away from a fascination with the tools.Communication LeaderPrivate Foundation

our positionMore people than ever understand the value of strategic communication.

The research gathered during the Communication Matters project, and shared in
this website, reflects a broad consensus that communications must be embraced as
an integral strategy for every organization seeking to advance social change.

We now believe the main challenge underlying the lack of effective communications
at many organizations is no longer about getting the importance of communications.
The opportunity lies in doing more effective communications.

methodology

From the outset of the Communication Matters project our objective was to cast a wide net and collect as many informed opinions as possible. We achieved this goal in several ways:

Formed an advisory group of communication professionals from private foundations, community foundations and nonprofits

Put out a call through the Network for “best in class” examples

Searched and reviewed the literature

Facilitated two online forums, one with communication professionals and one with program professionals

Broadly disseminated an online survey, with special outreach to CEOs, executive directors and program leaders